We all know that the B2B buying process is changing. It’s becoming increasingly nonlinear, with more decision-makers and touch points involved along the way. Prospects are now engaging marketers much later in the buying cycle, well after thoroughly researching and narrowing their options. That’s why, in today’s buyer-led purchase process, most marketing activities are extending into functions and roles traditionally not within their scope.

Lead generation is one such marketing area where we’re seeing some significant shifts in how it’s being used. Decades ago, lead generation meant collecting potential buyers’ names and contact details to be passed on to sales. Today, lead generation is part of a robust process of building trust and capturing interest. With this new focus, lead generation now plays a number of new roles in the marketing process, which include:

#1. Generating revenue

Contributing to sales is still the main goal that lead generation tries to achieve, but there’s a stark difference between the way that marketers use lead generation for revenue production today than in the past. It’s no longer enough to just call or email as many prospects as humanly possible in order to qualify leads to eliminate those that are not qualified or book appointments for sales teams. There’s now a strong focus on the quality of leads among a majority of B2B marketers.

Lead generation today makes use of insights and intelligence to engage prospects through targeted conversations rather than through cold calls. It’s about doing personalized outreach to build and nurture relationships with prospects before transferring them as opportunities to sales.

#2. Driving awareness and interest

In the past, it was brand awareness versus lead generation. There was always an epic battle between these two activities for priority on the marketing budget or the marketing to-do list. Marketers had to choose one over the other. Marketers simply couldn’t have their cake and eat it, too.

But today, marketers also use lead generation tactics to boost the results of brand awareness initiatives. Insights from inbound lead generation campaigns help marketers craft more compelling and relevant content for raising awareness. Outbound lead generation programs meanwhile provide a direct and targeted way for you to create and leave an impression on your desired audience. Here’s how to make a good impression on the initial call with a senior executive.

#3. Gathering feedback and intelligence

The tools and techniques used in lead generation also work well for gathering feedback and doing market research. Telemarketing, for example, has proven to be an effective channel for carrying out market research, either as part of an ongoing campaign or as a standalone project altogether. Marketers often depend on this outbound lead generation tool for quickly gauging product reviews and customer feedback on a large scale.

Inbound lead generation channels such as websites and social media also serve as sources of feedback and insights. While conversion rate numbers for lead generation websites are hard to come by, there’s evidence that shows this type of website converts some 13% to 28% of traffic. That’s why marketers leverage websites to gather feedback through live chat or click-to-call numbers.

#4. Providing customer service

Somewhat in line with the above point, lead generation can and should be used to improve how a company provides customer service and support. Insights and feedback collected from different lead generation channels can help businesses address customer concerns and promptly resolve issues. Lead response tools (such as phone calls, emails, contact forms, social and live chat, for example) can serve as touch points for prompt customer support.

Also, content used in lead generation (such as blog posts, whitepapers, and videos) should include knowledge base articles/materials that answer customer questions or fix common issues. To serve both a lead generation and customer role at the same time, it’s good practice to make your knowledge base as extensive as possible, covering practical ways to make the best use of your product or service.

The Takeaway

Lead generation is changing, and that’s a good thing. That’s mostly in response to how buyers are evolving. All these new roles that lead generation is expected to fill mean that it remains as relevant as ever.

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About Us

Founded in 2004, Callbox is the largest provider of Multi-Touch Multi-Channel Marketing solutions for businesses and organizations worldwide. Its core competencies include Lead Generation, Appointment Setting, Lead Nurturing and Database Services, delivered through its proprietary marketing automation platform, the Callbox Pipeline.

Callbox enables companies to gain a foothold in their priority markets by initiating conversations with prospects through the efficient and intelligent use of targeted touchpoints over six channels: voice, email, social, chat, website and mobile.